PRESS RELEASE

BASF is launching Lucarotin® 10 CWD (cold water dispersible)/O (orange) Plus, an orange colorant, targeting formulators looking to replace Azo dyes yellow 5 and 6 in beverages, soups, confections and nutrition products.

The 10 percent beta-carotene powder is a nature-identical color option that is typically labeled as beta-carotene (color) in the United States.  It disperses quickly and easily without adversely impacting the product’s sensory characteristics.  The active ingredient is an exempt color additive (21 CFR part 73) that is derived from natural or nature identical sources, and is therefore exempt from the FDA certification process.  BASF’s Lucarotin portfolio of yellow and orange-red colors conform to the Code of Federal Regulations (CFR) and meets the regulatory requirements for use as a color in most countries.

This newest launch delivers unsurpassed ease of use and stability, even when used at cold temperatures

“BASF’s Lucarotin beta-carotene products are stable to light and heat and work especially well in beverages, soups, and confections," said Brad Hayhoe, carotenoids regional product manager, BASF Nutrition & Health, North America. “Market research shows that consumers taste with their eyes so color directly impacts how a product is perceived. This phenomenon combined with consumers’ growing desire for simpler labels is driving interest in innovations like Lucarotin," Hayhoe explained.

For more information, visit basf.com.